![\"Advertising,](\"https:\/\/www.newsbeep.com\/il\/wp-content\/uploads\/2025\/10\/1759672211_121_960x0.jpg\")
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The “Wanna Drive” campaign introduces the CarMax House Band.<\/p>\n
CarMax<\/p>\n
CarMax<\/a>, the largest retailer of used cars in the United States, has kicked off a new ad campaign aimed at positioning the brand as offering flexibility and convenience in the buying and selling process while emphasizing the convenience of its online platform. The repositioning takes place at a time when CarMax and the used car industry as a whole face challenges<\/a> related to stubbornly high interest rates, limited inventory, and relatively high prices. Thus, after the company\u2019s dramatic growth in sales from just over $2 billion in 2010 to more than $25 billion by 2025<\/a>, CarMax is looking to cater to the needs of today\u2019s busy consumer to thrive in a competitive environment.<\/p>\n How the Campaign Repositions The Band– Buying Cars Made More Flexible and Convenient<\/p>\n CarMax achieved its success in part by recognizing that most consumers found used car buying experiences to be unpleasant and stressful. More than 20 years ago, the company developed its \u201cThe way car buying should be\u201d tagline, reflecting its transparent, no-haggle pricing strategy. The company believes that the tagline served it well in building trust and a reputation for integrity among its buyers. Yet, the company recognizes that the brand, its customers, and the industry have evolved. <\/p>\n As a result, CarMax is introducing the \u201cWanna Drive\u201d campaign as a more modern, customer-centric expression of what the brand stands for. The reposition emphasizes putting the customer in control and making the buying or selling process feel exciting, empowering, and easy. Essentially, the idea is that today\u2019s busy customers prefer an omnichannel approach that caters to their lifestyle and allows them to either use CarMax\u2019s digital platform, its physical facilities, or a combination of both depending upon an individual\u2019s needs.<\/p>\n Sarah Lane, Senior Vice President and CMO of CarMax<\/p>\n CarMax<\/p>\n To learn more about the campaign and the brand\u2019s repositioning, I spoke with Sarah Lane, Senior Vice President and CMO at CarMax. Lane emphasizes that CarMax is emphasizing an omnichannel approach that offers omnichannel integration that provides the flexibility to ability to research and go through all the necessary steps to purchase a vehicle (research, paperwork, test drives, etc.) online, in-store, or using a combination of both. Lane, who received her MBA from Duke\u2019s Fuqua School of Business states, \u201cToday\u2019s customers want flexibility, so we\u2019re leaning into that, making sure every experience gives them clarity, confidence, and control. Our new \u201cWanna Drive?\u201d positioning reflects this shift. It\u2019s a modern, customer-first expression of who we are \u2013 still rooted in integrity, but now with even more customer empowerment built in.<\/p>\n The campaign includes separate spots focused on the buying (above) and the selling (below) process that employ light humor featuring music from the \u201cCarMax House Band.\u201d<\/p>\n Regarding the theme of the ads, Lane says, \u201cWe wanted to celebrate that feeling in a way that\u2019s playful, human, and unmistakably CarMax. With omnichannel shopping, customers feel so confident and in control that it\u2019s like they have their own personal hype squad. That is how the CarMax House Band was born. They became the perfect metaphor \u2013 they\u2019re literally the soundtrack to your journey, celebrating every step. And we loved how smart it was to create a distinct asset that is extendable across channels.\u201d<\/p>\n The Research Behind the Campaign<\/p>\n After conducting extensive research on its target customers and their wants and needs, Lane recalls that when CarMax\u2019s new creative agency, 72andSunny Los Angeles<\/a>, was briefed on the campaign, they were given the challenge of capturing a feeling of customer empowerment and control in a way that was joyful and not just functional. \u201c’Wanna Drive?’ emerged as a platform concept for the campaign. It is more than a tagline\u2014it’s an invitation, a mindset, and a promise,\u201d she says, \u201cIt speaks to the thrill of driving your new car, being in the driver’s seat of your shopping experience, and that confidence to do things your way. It is a great expression of customer empowerment.\u201d<\/p>\n The CarMax House Band was a hit with test audiences<\/p>\n CarMax<\/p>\n Lane notes that the reaction to copytests of the campaign was positive. \u201cAfter landing on the concept, the band then tested incredibly well \u2013 people found them fun, memorable, and emotionally engaging. And it wasn\u2019t just about the music; it was about the message: you\u2019re in control and we\u2019re here to help you own the process. The music was composed by Montreal-based artist and producer Lubalin<\/a> and performed by real, working musicians, including the comedy trio Wolves of Glendale and standout artists Marta Tiesenga and Jay Hemphill. They bring energy, soul, and a ton of personality. We love how durable the concept is, and we are excited to explore more places for the band to show up!\u201d<\/p>\n CarMax views the campaign as a long-term platform that will drive many successful creative executions to bring to life its offerings and connect with customers in culturally relevant ways. From its research, the company is aware that most customers don\u2019t want to be forced to interact 100 percent in-store or 100 percent online. <\/p>\n A Customer-Centric Focus For Car Buying<\/p>\n Lane describes CarMax\u2019s approach as customer-centric. \u201cIf a customer wants to buy a car fully online, they can do that. If they want to see and test drive the vehicle before they buy it, we empower them to do so,\u201d she asserts, \u201cOr they can confidently toggle back and forth between online and in-store throughout the experience. Every part of the process, from exploring financing options and getting pre-qualified to getting value for your trade, to exploring what car is best for you, can all be done on carmax.com or at our stores with our helpful associates or our AI agent Skye available every step of the way to support. All of this is intended to put the customer in the driver\u2019s seat of where, when, and how they want to shop. <\/p>\n The Outlook for the Campaign<\/p>\n With CarMax reporting that its Net Promoter Score<\/a>\u2014 a measure of how likely customers are to recommend a brand\u2014 has reached an all-time high since rolling out its new digital capabilities, the \u201cWanna Drive\u201d campaign appears poised to be a hit. The campaign is well timed given the short term challenges facing the new car industry and clearly has a long term focus aimed at building the brand. It is refreshing to see new brand characters<\/a> introduced into an ad campaign in a fun way that reinforces the brand\u2019s benefits and adds a \u201cfun\u201d aspect to the campaign.<\/p>\n